How to Embrace a Coaching Mindset with Your Clients to Grow Your Business

The opinions expressed by entrepreneurs contributors are their own.

We live in a consumer culture. For one thing, the creation of commodities has always been its raison d'être, and concerns about commodification are about as old as the market itself. But under advanced capitalism, we have seen commodification take on a new form. Today, almost anything can become a commodity - from knowledge and experience to culture and (if you're Paris Hilton) even self. This change also means that "market talk" is being applied to some of the most fundamental facets of the business, including .

Looking for proof? Consider that companies have increasingly relegated and to a discrete team of representatives. According to a 2021 LinkedIn analysis of more than 15,000 job titles and roles (e.g., sales consultant, sales operations specialist, and strategic advisor) had one of the highest hiring growth rates year on year at 45%. By smoothing the customer-company relationship in this way, companies are sending a message: customer education is a checkbox.

This is a very short-sighted approach to driving business growth. Instead, I recommend a relationship building model. By nature, coaching is collaborative. It's about working with customers to become trusted advisors. And if you want to establish and maintain a coaching-focused client education model, implement these practices today.

Related: Why Small Businesses Should Prioritize Continuous Learning

I kind of made a career out of giving away the farm, so to speak. What I mean is that I'm not stingy with free advice because I know that sharing my expertise will pay off, even if it doesn't pay off right away.

For example, I recently had lunch with a business owner who was interested in our application consulting services, but couldn't afford to partner with us yet. Some business owners would have you believe that meeting people who don't pay you is a waste of time, but I knew this was an opportunity to show my worth and build trust, which could lead to future business. After all, PwC found that nearly 50% of consumers cite trust as the reason they started patronizing a business.

So I sat down with this person and talked about his company as if I had an equity stake. We've covered everything from current industry strengths to the unique ways we work with our customers. And at the end of the meeting, this individual thanked me profusely. I left confident that I had forged a new relationship based on trust and respect.

Takeaway? Be kind to your time and talents. On the one hand, it creates a sense of reciprocity: most people will remember your generosity and look for ways to work with you in the future. But even if you don't, a positive experience built on trust will help increase your brand exposure, build customer trust, and even build customer loyalty.

Related: I talked about winning $50,000. Here's why it was a good business decision

In sales, there is an inherent power imbalance: salespeople have expertise that customers don't. This is called information asymmetry, and customers need to trust that the seller will exercise this power responsibly. But when companies prioritize closed deals over established relationships, they encourage sellers to abuse this information asymmetry, inadvertently or not. This manifests when salespeople withhold critical information or misrepresent the company's capabilities in order to close the sale.

This type of practice goes against a coaching mindset. Instead, pave the way for valuable, long-term relationships by empowering...